Page 191 - Best Digital Marketing Campaigns in the World
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182 The Best Digital Marketing Campaigns in the World
Target audience
Crucial voters in 15 swing states that would determine the outcome of the
presidential election.
Action
This crucial portion of the presidential election campaign ran various interac-
tive sign-up ads across prominent online destinations as part of a three-step
performance branding programme. Here’s how they did it.
Acquired contact information through high ROI display
banners
The Obama campaign deployed a range of CPL ad units, including Pontiflex
AdUnit X interactive banners: high-ROI (return on investment) display ads that
allowed them to collect contact information from within the ads themselves.
That meant there was no need for users to click through to a landing page to
submit their information, resulting in vastly improved conversion rates and
increased returns on ad spend. The campaign paid only for actual leads gener-
ated, not for clicks or impressions.
Engaged through e-mail
Sending timely e-mails to potential voters and donors was a key component
of Obama’s marketing strategy. By communicating regularly through a news-
letter programme, the campaign was able to maintain a steady stream of
messages to an audience base that (because they opted in through the CPL
sign-up ads) was predisposed to pay attention.
Branded in relevant ways
In addition to using it as a tool for information sharing, the Obama campaign
also used e-mail to direct voters and donors to multiple engagement vehicles:
